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StoryScaping(tm) Short Version

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  • I have a proposal for SXSW 2015 to go into more detail about storyscaping. If you've enjoyed this teaser then please show some support by voting for & sharing info about my panel http://panelpicker.sxsw.com/vote/33645
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  • Today was introduced to the MSc Informatics students at TUM. Go You Sapient :)
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    StoryScaping(tm) Short Version StoryScaping(tm) Short Version Presentation Transcript

    • STORYTELLING vs. STORYSCAPING GASTON LEGORBURU
    • Storytelling:" Sharing of events with words,
images sounds,and/or experiences
 Sometimes with improvisation
 or embellishment.!
    • THESAMEstory
    • STORIES are STRUCTURED. There are a fewcrucial elements of a story. Plot, Characters and Narrative Point of View.
    • PATTERNS help us MAKECONNECTIONS.
    • Seven basic PLOTSComedyTRAGEDYOVERCOMING THE MONSTERThe Voyage & ReturnThe QuestRags to Riches!Rebirth
    • Ten emotional DESIRES1.  T h e d e s i r e t o b e T A K E N S E R I O U S L Y2.  T h e d e s i r e f o r “ M Y P L A C E ”3.  T h e d e s i r e f o r S O M E T H I N G T O B E L I E V E I N4.  T h e d e s i r e t o C O N N E C T5.  T h e d e s i r e t o B E U S E F U L6.  T h e d e s i r e t o B E L O N G7.  T h e d e s i r e f o r M O R E8.  T h e d e s i r e f o r C O N T R O L9.  T h e d e s i r e f o r S O M E T H I N G T O H A P P E N10.  T h e d e s i r e t o F I N D L O V E
    • STORIES areHARDWIRED into thehuman brain.
    • As advertisersWE LEVERAGE STORIES to drive behavior
    • SOMETIMES we rideON THE BACK of others.
    • TOP 10 YOUTUBE videos of 201110. Cat mom hugs baby kitten9. Maria Aragon "Born This Way" cover8. THE FORCE VOLKSWAGEN COMMERCIAL7. The Creep (featuring Nicki Minaj & John Waters)6. Look At Me Now Cover by KarminMusic5. Nyan Cat4. Talking twins3. Jack Sparrow (featuring Michael Bolton)2. Ultimate Dog Tease1. Friday by Rebecca Black
    • OTHER TIMES WE ARETHE CREATORS
    • It’s allSTILL VERY RELEVANT but…
    •  O }-­‐<Q<=10018MTWThF  02.28.08   7 :55pm   | *   * |   Q <=  O}-­‐<   ½ ?...1/256?     O mg!   < 3   TELLING A STORY IN THE LANGUAGE OFlol!{u}(       ) 3=<“>=H 2 07xNaCl   THE AUDIENCE CAN CREATE A BOND.yllambywlaw   Q <=   “ ?”   O }-­‐<   OR THE LANGUAGE CAN BE PART OF THE STORY...-­‐.etc     j v*o/*   # *@%!   “ -­‐-­‐-­‐   -­‐ -­‐-­‐”   Rives, Ted talks 2008aabb   O }-­‐<   : (|)   x Xx   } )i({   SW     . +  5 th /42 nd         o         N o.2   -­‐    } ?  
    • AND TODAY, we can takeENGAGEMENT throughINTERACTION
    • Game design PRINCIPLES1.  E a s y t o l e a r n , l i f e t i m e t o m a s t e r2.  S i m p l e , o b v i o u s c o n t r o l s3.  A l l o w d i s c o v e r y t h r o u g h s i m p l e e x p l o r a t i o n4.  C l e a r , i m m e d i a t e a n d m e a n i n g f u l f e e d b a c k5.  O f f e r s h o r t t e r m & l o n g t e r m g o a l s6.  V a r y t h e c h a l l e n g e s s o p l a y d o e s n o t b e c o m e r o u t i n e7.  O f f e r m o r e t h a n a h i g h s c o r e a s a r e w a r d , m a k e g a m e p l a y intrinsically rewarding & social
    • 4 players STYLESACHIEVERSEXPLORERSSOCIALIZERSPLAYER KILLERS
    • Five experience DIMENSIONS1.  ACCESS: the ability to reach other persons, activities, resources, services, information, or places2.  C O N T R O L : t h e d e g r e e t o w h i c h u s e o f t h i n g s , a c t i v i t i e s , and spaces is controlled by their users3.  F I T : t h e m a t c h b e t w e e n a p e r s o n a n d t h e i r s u r r o u n d i n g d e s i g n e d to support the activities that they will customarily engage in4.  V I T A L I T Y : t h e t a p p i n g o f h u m a n p o w e r s : f u n c t i o n s & e m o t i o n s5.  S E N S E : t h e a b i l i t y t o k n o w i d e n t i t y a n d p l a c e , where or when one is
    • I have a few newDIMENSIONS for you to consider
    • Five New Bits STORYSCAPING 1) The experience space2) Find yourself an “organizing idea” Not just a big idea 3) Develop a Storyscape, not just a storyline4) Apply structure “Systems thinking” 5) Never use a period
    • N o . 1  UNDERSTAND THEEXPERIENCE SPACE
    • ften to o o g is isin dv ertin aSTORY YELLING
    • ( YOU LEARN THAN MUCH MORE FROM FROM E X P E R I E N C E S   A S T O R Y   )
    • IT’S NOT JUST THIS STUFF
    • Experience SPACE Ideas Consumers Interaction Transaction Brands Platforms
    • N o . 2   FIND YOURSELF ANORGANIZING IDEA
    • THE EXPERIENCE IS COMPLEX,KEEP YOUR STORY SIMPLE.
    • Experience SPACE Consumer ORGANIZING IDEA Company
    • Experience SPACE ORGANIZING IDEA
    • N o . 3  STORYSCAPES
    • NOT justLINEAR
    • CREATE anIMMERSIVEenvironment
    • BOOKS MOVIESGAMES THEME PARK
    • DIFFERENT LEVELS OF IMMERSION
    • Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
    • N o . 4   APPLYSYSTEMSTHINKING
    • THE COMMONINTERFACE OF LEGO
    • apply a littleGAMEIFICATION
    • OR a TON
    • Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
    • RY THE STO TURE C ARCHITE RY THE STO E CTURARCHITE
    • N o . 5   NEVER USE A PERIOD.ALWAYS USE A COMMA.
    • One finalTHOUGHT,
    • Five New Bits REMEMBER Be conscious of experience space Push your teams for an “organizing idea” not just a “big idea”Engage consumers in your Storyscape not just a Storyline Apply systems thinking Never ever use a period,
    • THANK YOU,Want these slides? @gastonleg or Gaston@Sapient.comsapientnitro.com